Today’s winning brands aren’t playing it safe. They never say “that’s how we’ve always done it,” and they know their brands are more than just a sleek logo or a cool website.
The brands that crush their competition are those who understanding that strategic branding goes much deeper than pretty visuals and responsive code. Branding is layered, sculpted, and tested.
To create a layered, brilliant, and competition-killing brand, three things must align.
Understanding of your brand (internal beliefs and communications)
Understanding of your best potential audience(s)
Understanding and differentiating from your competition
Combined, these elements create brand magic. To see these three things in action, keep on reading. Below I’ve curated some brilliant companies that are great at differentiating themselves from their competition.
We have big speakers, big topics, but a focused, niche audience.
We quickly are becoming the go-to marketing conference within the Midwest.
We're empowering local businesses to speak and sponsor rather than major national and international speakers.
How We're Trying to Do It
We're recapping the event with video, content, and statistics on the success of the event.
We're interviewing each speaker and sharing the interviews with attendees.
We're using speakers from various backgrounds like content promotion, web design, sales training, video production, and search marketing (including Dharmesh Shah from HubSpot and Gilian Muessig from SEOMoz).
I’ll leave you with this. To truly have your brand be a category standout, you must never be afraid to make mistakes. Brands, just like people, learn and can recover when they fall down. The companies above are fearless. They’re brave. And that’s why their branding is brilliant.
Originally published Jun 30, 2014 12:00:00 PM, updated January 20 2021